Your Google Business Profile (GBP) is like a market stall on the busiest high street in town. The footfall is already there – people are walking past all day searching for “plumber near me”, “accountant in Leeds”, or “hairdresser open now”. The question is: does your stall catch their eye, or do they walk straight past to a competitor?
In this guide, we’ll walk through Google Business Profile optimisation for UK service-based businesses, using the “busy market stall” analogy to keep things simple and practical.
Why Google Business Profile Matters More Than You Think
For many local businesses, your Google Business Profile is:
- The first thing people see when they search your name
- The box that appears on Google Maps
- The listing that shows your reviews, photos, phone number and opening hours
In other words, it’s your 24/7 mini-website right inside Google.
If your website is your shop, your GBP is the stall at the front of the market pulling people in.
A well-optimised profile can:
- Get you more calls and enquiries
- Push you above competitors in Google Maps
- Help you appear for “near me” and local searches
- Build trust before someone even clicks your website
And the best bit? It’s free. You just have to use it properly.
Step 1: Claim Your Stall – Setting Up Your Profile Correctly
Before you start decorating your stall, you need to own it.
Claim and verify your profile
- Go to google.com/business
- Search for your business name
- If it exists, claim it. If not, create a new listing
- Follow the verification steps (postcard, phone, or email)
Until your profile is verified, you’re basically a stallholder without keys.
Choose the right business name (no stuffing!)
Your business name must be your real-world business name – not:
“Bob’s Plumbing – Emergency 24/7 Plumber in Manchester Cheap”
That kind of keyword stuffing is against Google’s rules and can get your listing suspended.
Use: Bob’s Plumbing Ltd
You’ll have plenty of other places to mention your services and locations.
Step 2: Pick Your Market Category – So Google Knows Where to Put You
Think of categories like the section of the market you’re in: fruit & veg, clothing, electronics.
Choose the best primary category
Your primary category tells Google what you mainly do. This is crucial for Google Business Profile optimisation.
Examples:
- Plumber
- Accountant
- Dental clinic
- Electrician
- Hairdresser
Tips:
- Be specific: “Family law solicitor” beats just “lawyer” if that’s your focus
- Don’t try to be everything – pick what you want to rank for most
Add secondary categories (but don’t overdo it)
Secondary categories are like signs on your stall for extra services.
For example, a dental practice might use:
- Primary: Dental clinic
- Secondary: Cosmetic dentist, Emergency dental service, Teeth whitening service
Stick to what you genuinely offer. Random categories won’t help – they’ll just confuse Google.
Step 3: Your Stall Sign – Business Description That Actually Sells
Your description is the board above your stall. It should tell people who you are, what you do, and who you do it for.
You have 750 characters – use them wisely.
A simple formula to follow
[Who you are] + [Where you are] + [What you do] + [Who you help] + [Why choose you]
Example for a physio in Bristol:
We are a friendly physiotherapy clinic in Bishopston, Bristol, helping adults and athletes recover from injury, reduce pain and move better. Our HCPC-registered physios offer sports injury treatment, post-surgery rehab and ongoing support. Same-week appointments, easy online booking and personalised treatment plans for long-term results.
Sprinkle in your main keywords naturally (services + location), but write for humans first.
Step 4: Opening Hours – Don’t Be the Stall With a “Maybe Open” Sign
Nothing kills trust faster than turning up to a “closed” stall that said it was open.
Keep your hours accurate
- Add your standard hours
- Use special hours for bank holidays and seasonal changes
- If you work by appointment only, consider using “by appointment” and make that clear in your description
If your hours change regularly (e.g. mobile trades), update them weekly. It takes 30 seconds and avoids frustrated customers.
Step 5: Photos – Dress Your Stall to Attract the Right People
People buy with their eyes. Your photos are the difference between a busy, inviting stall and a sad-looking table with a cardboard sign.
What to upload
Aim for at least:
- Logo – clear and recognisable
- Cover photo – your best representation (shopfront, team, or main service)
- Exterior photos – help people recognise your building from the street
- Interior photos – show a clean, professional, welcoming space
- Team photos – faces build trust
- Work in progress / before-and-after – brilliant for trades, beauty, cleaning, landscaping, etc.
Photo tips
- Use natural light where possible
- Avoid cluttered backgrounds
- No heavy filters – people want reality, not Instagram fantasy
- Update photos regularly (new projects, seasonal shots, new staff)
Think: "Would this photo make someone feel comfortable contacting or visiting us?"
Step 6: Services & Products – Your Menu Board
Google lets service businesses list services and some can list products.
This is your menu board at the front of the stall – use it.
Add your key services
For example, a local electrician might list:
- Emergency call-outs
- Consumer unit upgrades
- Rewiring
- EICR inspections
- Outdoor lighting installation
For each, add:
- A short description
- A price or “from £X” if appropriate
These can help you appear for more specific searches and give customers a quick overview.
Step 7: Reviews – Turn Happy Customers Into Your Sales Team
Reviews are the crowd around your stall. If loads of people are buying and smiling, others will join in.
How to get more Google reviews (ethically)
- Ask at the right moment – after a successful job or positive comment
- Make it easy – send a direct review link by email or text
- Explain why it matters – “Reviews really help local businesses like ours show up on Google.”
- Remind gently – a follow-up message a week later is fine
Don’t offer incentives (discounts, gifts) in exchange for reviews – that’s against Google’s rules.
Always reply to reviews
Replying to reviews shows you’re active and care.
-
Positive review response example:
Thanks so much for your kind words, Sarah. We’re really glad we could help with your boiler issue so quickly. If you ever need anything in future, just give us a shout.
-
Negative review response example:
Hi James, we’re sorry to hear you weren’t happy with your experience. This isn’t the standard we aim for. We’ve sent you a message to understand what went wrong and see how we can put it right.
Never argue in public. Think of it as people overhearing you at your stall – stay calm and professional.
Step 8: Posts – Keep Your Stall Looking Lively
Google Posts are like little noticeboards you can pin to your stall.
You can use them for:
- Special offers
- New services
- Seasonal updates
- Helpful tips
Simple posting ideas for service businesses
- Plumber: “How to turn off your water in an emergency (with photo)”
- Accountant: “3 things to sort before the tax year ends”
- Hairdresser: “New colour packages for summer – limited slots”
- Physio: “Easy desk stretch routine to reduce back pain”
Post once a week or fortnight. It signals to Google (and customers) that you’re active and open for business.
Step 9: NAP Consistency – Make Sure Your Stall Matches the Map
NAP = Name, Address, Phone.
Your details on Google should exactly match what’s on your website and other directories.
Check for:
- Same business name spelling (no Ltd here, Limited there, random caps elsewhere)
- Same address format (no missing unit number or postcode variations)
- Same phone number (especially if you use tracking numbers)
Inconsistent details are like telling people three different ways to find your stall – some will just give up.
Step 10: Use Insights – Watch Who’s Walking Past Your Stall
Google gives you Insights data inside your profile.
You can see:
- How many people found you on Search vs Maps
- Which queries they searched (e.g. “emergency plumber near me”)
- How many clicked to call, visit your website, or get directions
Use this to:
- Spot which services people are actually searching for
- Decide what to feature in your photos, posts and description
- Track whether your changes are working over time
Look at it monthly – you don’t need to obsess daily.
Advanced Touch: Service Area & Multiple Locations
If you visit customers at their location (e.g. plumber, cleaner, mobile hairdresser), set a service area rather than a visible address.
- Add the towns or postcodes you genuinely serve
- Don’t try to cover the whole UK if you’re a local business – it looks spammy
If you have multiple branches, each one needs its own profile with:
- Unique name (e.g. “Smith & Co Accountants – Leeds” and “Smith & Co Accountants – York”)
- Correct address and phone
- Location-specific photos and opening hours
Common Google Business Profile Mistakes to Avoid
Like any busy market, there are a few classic errors that cost you customers:
- Using a mobile number only when you have a landline – landlines often feel more established
- Leaving old addresses live after moving
- Never updating hours (especially around Christmas and bank holidays)
- Ignoring reviews, good or bad
- Using stock photos instead of real images
- Creating multiple profiles for the same location “for more visibility” – this can backfire badly
Turn Your Profile Into a Proper Lead Generator
When you treat your Google listing like a serious market stall – well-signed, well-stocked, and well-run – it stops being just “another directory” and starts becoming a steady source of leads.
And when your Google Business Profile optimisation is joined up with a fast, professional website, clear service pages and solid local SEO, that’s when things really snowball.
If you’d like help turning your Google presence into a reliable stream of enquiries, Los Webos can:
- Optimise your Google Business Profile from top to bottom
- Build or improve your website so it converts those visitors into paying customers
- Create a simple, sustainable local SEO plan you can actually stick to
Want your business to stand out like the busiest stall in the market? Get in touch with Los Webos and let’s get your local visibility working as hard as you do.